The Advantages of Every Door Direct Marketing (EDDM)
Maybe you’ve heard of direct mail’s hottest new trend: Every Door Direct Mail marketing, or EDDM. Advertised by the US Post Office (USPS) as a more cost effective form of direct mail marketing, the option does come with several advantages. However, it’s not the end-all solution to replace traditional direct mail methods. Like all marketing strategies, there are certain factors to consider before determining whether EDDM is the best fit for your campaign.
Let’s assume you have a new product, location, or event, and you need to get the word out. Social media isn’t going to cut it. Your business needs a tangible message. Something people can pick up and save as a reminder or to initiate a call-to-action. If you’re looking to reach a large audience in a designated area, your answer might be Every Door Direct Mail marketing. But who will you be reaching exactly?
What is Every Door Direct Mail marketing?
There’s a reason EDDM is a more cost-effective method to reach a mass local demographic than traditional Direct Mail campaigns. Unlike traditional mailing lists, you aren’t distributing to specific individuals. Instead, you’re marketing postcard will go to every stop on a selected mailing route. The only discretion is in what area you are targeting, which is perfect if you’re trying to get a message out to the general community.
iPartnerMedia can help you map out a delivery area best suited to your preferred demographic by defining certain preferences, including:
- Age Range
- Average Household Income
- Average Household Size
- Type of Route (Residential and Business, or just Residential)
- Type of Address (City, Rural, or PO Box)
This allows you some control in reaching the type of consumer you’re targeting while weeding out certain types of addresses you may not want to reach.
When Should I Use EDDM?
Timing can be everything. Keep in mind that Florida is a seasonal state. Many residents in the Naples, Bonita Springs, Fort Myers, and general Collier County and Lee County areas are only here 6 months out of the year. November through April is the optimal time to take advantage of this service if you want to avoid marketing to empty mailboxes.
We mostly recommend EDDM to businesses who are looking to connect with general residential consumers. Although EDDM does reach some business residences, the routes are often too varied to generate the optimal return for B2B business. If your objective is to reach specific consumers or businesses, your campaign is better suited for Direct Mail with designated lists that target certain companies, industries, or classification groups, not territories.
How Do I Get Started?
Do you still have questions about EDDM or Direct Mail? Maybe you’re just ready to start your campaign? Give us a call to find out how we can meet your marketing needs and get this show on the road. Literally! From design to sorting; binding to USPS delivery; we’re here from start to finish. Give the iPartnerMedia team a call at 239-449-4749 to explore your questions and set up an appointment.